"It's quite a challenge really: how does the Number 1 search engine on the web rewrite its search algorithm and test its effectiveness without hurting its current results and user-experience during the testing process? Sergey Brin and Larry Page seem to have figured it out: create a new search engine, and do your testing there! SearchMash.com is the evolution of Google, and should things go right, what Google will (soon enough) become. It tests a range of new features and methods of bringing information to the users' fingertips in more ways than immediately obvious to the eyes."